Choose a campaign and evaluate it (A campaign made in the last 3 years)
U30930 - Marketing Communications - Assessment
Assessment
| Item | Assessment type | Assessment format | Weighting | Individual or group | Length | Assesses learning outcomes |
| 1 | Online tests | Online | 40% | Individual | 1, 2 | |
| 2 | Coursework | Promotional Practice Report | 40% | Individual | 2,000 words | 3 & 4 |
| 3 | ERD Coursework | Portfolio | 20% | Individual | 5 |
Online test (40%)
Link will be open Monday 1st Feb 2021 (8 AM) - Friday 5th Feb (11:59 pm) … 5 working days
MCQs
How to prepare:
Make sure that you listen to all lectures
Read chapters from the text book
Practice
Course work (40%)
Write 2000 words essay to be submitted on Friday 8th Jan 2021
Choose a campaign and evaluate it
You will need to cover the following items in section one (20% of the mark):
Introduction to the organisation and the campaign
Campaign objectives (SMART, DRIP…)
Target audience (demographic, psychographic, behavioural…)
Course work (40%)
You will need to cover the following items in section two (60% of the mark):
List of at least 3 promotional tools used in the campaign, with an example of each
List of at least 2 media used in the campaign, with an example of each
Analysis of the promotional tools and media used in the campaign (should form the majority of the report). Make sure that you refer to theories and models discussed during the semester.
Evaluation of success of campaign using marketing metrics
Recommendations for possible improvements
5
Sources:
Credible practitioner sources, eg
WARC
Campaign
Marketing Week
AdWeek
The Drum
Business Insider
Professional/ industry body websites
Not Wikipedia
Not Tutor2U or other student websites
Not Student Essay banks
6
Course work
Written communication (10%)
Clarity and tone of writing
Third person, passive voice
Academic piece of work not a journalistic article
Short sentences
Complete sentences
Only write it if you understand it
Reading academic writing will help improve your academic writing
7
Course work
Referencing (10%)
APA 7th edition
Reference list
8
Course work
How to prepare yourself?
You will have a sample from last year to mark
You will have the opportunity to present your work (next slide) to get formative feedback
9
Why should I present?
This presentation will give you the opportunity to receive formative feedback from your tutor and colleagues
What do I need to prepare
You need to prepare one slide
How long should it last for?
You have 3 minutes to present and 2 minutes will be dedicated for Q&A
When?
This will take place on week 9 (w/c 30th Nov 2020)
You need to state the campaign chosen and reflect on the campaign, target audience, the promotional tools and media used
You are free to use any design to discuss the campaign
Good luck